Marketing and audience development / Collaborative projectsArena Magica, Norway
This group of small cultural organisations in the Østfold region of Norway wanted to work together to better understand the audiences in their region, and to undertake joint marketing initiatives.
We have worked with them over the past three years to help build consensus and trust amongst the group, and articulate a vision for their approach. They are now at the point of setting up a new company – Kulturfangst – to deliver their aspirations, and working with us, will build an approach to audience intelligence, data sharing and collaborative marketing that is new to Norway.
Katy Raines has since 2015 been engaged as a CRM expert consultant in an R&D project called ‘New models for public-private collaboration on audience strategies within the arts and cultural sector’. Katy’s contribution to the project has been crucial in its development and in furthering the project participants’ understanding and appreciation of audience data as well as finding the right system for collecting and managing this data. She has shared generously of her knowledge, time and large network. She has not just provided consultancy, she has also been a highly valued research partner contributing to important observations and discussions on consortium models and ticket systemsEmma Lind, Project Manager and Researcher, Agder University (Norway)